USC star sophomore JuJu Watkins suffered a serious injury in the No. 1-seed Trojans’ second-round March Madness win over No. 9-seed Mississippi State on Monday, putting a dismal stamp on the final day of the 2024/25 NCAA tournament's first weekend.

After taking contact from two defenders midway through the first quarter, a visibly distraught Watkins crumbled to the court with a season-ending ACL tear in her right knee. The season's second-leading Division I scorer will soon undergo surgery before beginning rehabilitation.

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"I'd be lying if I told you I wasn’t rattled seeing JuJu lying on the floor and crying," said USC head coach Lindsay Gottlieb afterwards. "This is a human game, so I obviously tried my best to be what I need to be for the team, but internally it’s a lot."

The arena mirrored Gottlieb's reaction, a testament to Watkins's impact on the USC community.

"You cannot tell me the energy of that crowd, and how sort of angry they were with the other team, and how much fire they showed for our team, is so much about what JuJu has given to this arena, to this program, to the city," added Gottlieb. "And you just want to give it all back."

A National Player of the Year frontrunner, Watkins’s injury will reverberate throughout USC’s tournament run, as the Trojans stare down a potential Elite Eight rematch with surging No. 2-seed UConn.

Kiki Iriafen drives to the basket against Mississippi State to help lead USC to the 2025 Sweet 16.
Kiki Iriafen put up a season-high performance to lead USC to the Sweet 16. (John W. McDonough/NCAA Photos via Getty Images)

Trojans step up after Watkins injury

After seeing their teammate carried off the court, USC regrouped in a big way, converting their early 13-2 lead into a 96-59 blowout victory over the Bulldogs to clinch a spot in the Sweet 16.

In light of the Watkins injury, star transfer forward Kiki Iriafen took charge, putting up a season-high 36 points and nearly notching a double-double by adding nine rebounds to her stat sheet.

Also taking up Watkins' mantle were a pair of freshmen guards, Avery Howell and Kayleigh Heckel, who came off the bench to add 18 and 13 points, respectively.

The added emotional tenacity the Trojans displayed was not lost on Gottlieb, who thanked her team in a post-game locker room address.

"I will never forget this game for as long as I live," the USC coach told her players. "You guys did something really special today."

"I have to say it with a calm face and tell you how incredibly proud I am of the way you stepped up for one another...it was a tidal wave of a team."

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Top NCAA tournament seeds dominate Sweet 16 berths

Ultimately, losing Watkins is a devastating blow not just to USC, but to college basketball at large, radically reshaping the competitive landscape as March Madness gears up for next weekend's Sweet 16 round.

Monday's final buzzer officially set that field, locking in every team seeded No. 3 and above, plus one No. 4 seed and a trio of No. 5 seeds.

In a day void of upsets, seven of Monday's games averaged a wide 28-point margin of victory. The lone outlier was Maryland's bombshell victory, as the Terps booked their Sweet 16 spot in an instant classic game against No. 5-seed Alabama.

After the Terrapins rallied from a 17-point third-quarter deficit to push the game into overtime, Tide fifth-year guard Sarah Ashlee Barker forced double-overtime with a trio of free throws.

Though the Terps ultimately emerged with the 111-108 victory, Barker set records, notching a career-high 45 points — the most by any SEC athlete and the fourth-most by any Division I player in March Madness history.

"It didn't go our way but, at the end of the day, I'm gonna walk out and hold [my] head high," said Barker about the game that capped her NCAA career. "If you're a women's basketball fan, or anybody that loves basketball, I think that every single person could say that that was one of the best games they've ever watched."

With games between the NCAA's best stacking next weekend's Sweet 16 slate, this year's March Madness tournament is could see even more blockbuster clashes.

If change has been the driving force behind the 2024/25 women’s college basketball season, the Iowa Hawkeyes never took their foot off the gas pedal.

After four seasons spent watching 2024 graduate Caitlin Clark become one of the most impactful players of all time, Iowa has leaned hard into reinvention this year. It's a plan the No. 6 seed will hope pays off as they continue their NCAA tournament run on Monday after a dominant first-round 92-57 victory over Murray State.

Iowa’s rise to college basketball greatness is known. Clark, a home state hero, decides to build something unique with the Hawkeyes rather than heading to a blue-chip school. She then rewrites the very concept of a successful college career, breaking every scoring record that crosses her path while leading her team to two straight Final Four appearances.

With Clark, the team built a reputation for tough defense, logo threes, raucous crowds, and an elite competitive edge that electrified fans around the country. Clark may have been the headline, but Iowa created the platform.

“I think that for our team in particular, people do fall in love with the personalities of the women, and they want to support them, and they want to get behind them,” recently retired Hawkeyes head coach Lisa Bluder told Just Women’s Sports last month.

According to Bluder, Iowa’s winning roots run deep. Before Clark, the Hawkeyes rallied around another homegrown talent: 2019 National Player of the Year Megan Gustafson.

“We don't have any pro sports, so the Hawks are a big deal here. Our players are treated like professional players.” Bluder attested. “We've had women's basketball in the state for over 100 years. And not everybody can say that.”

Lisa Bluder and Caitlin Clark made it to two consecutive Final Four appearances in Clark's final two years at Iowa basketball.
Lisa Bluder and Caitlin Clark made it to two consecutive Final Four appearances in Clark's final two years at Iowa. (Mike Lawrie/Getty Images)

Iowa basketball roots run deep

Basketball heritage is woven into Iowa’s culture as it carries through much of the Midwest. But what the Hawkeyes felt entering 2024/25 wasn’t a just tide shift. It was the kind of shakeup that could cause even the most beloved program to buckle under the pressure.

Last summer, Clark transitioned from Iowa superstar to the WNBA’s Rookie of the Year. And her teammate Kate Martin surprised the world by deploying her college strengths at the professional level. 

And it wasn’t just the players that left — the Hawkeyes also lost their longtime leader.

Bluder now sits on the sidelines, after amassing more Iowa wins than any other head coach in university history. She guided the Hawkeyes to 18 NCAA tournament appearances, only tallying one losing season over her 24 years. Beyond the X’s and O’s, Bluder was known for investing deeply in her players, exemplified by recruiting Clark and guiding her through her transformative college career.

Bluder shifts focus to the sidelines

The legendary coach has taken a step back from the day-to-day elements of women’s basketball, but she remains engaged with the sport. She currently serves as an advocate for technologically informed advances in basketball scouting and performance with companies like GameChanger. And she's always available to speak to reporters and communities alike on the subject of college basketball.

Even with distance, Bluder’s take on this season’s squad are as sharp as they ever were. “This is a team that lost four starters and the world's best players,” she said. “Let's not forget that when we're trying to compare.”

Bouncing back from the loss of a luminary head coach is never easy. And the Hawkeyes subsequently hit some bumps in the road this season, their first under longtime assistant and now head coach Jan Jansen. The reconstructed group began the season 8-0 before a skid that saw them lose seven of their next 11 games. Suddenly, a team not accustomed to losing had to find their patience.

“People can be a little bit unforgiving, and they're naive,” added Bluder. “Because this is a young team.”

Jensen has led Iowa basketball to a winning record and a No. 6 seed in her first year in charge of the team.
Jensen has led Iowa basketball to a winning record and a No. 6 seed in her first year in charge of the team. (Gerald Leong/NCAA Photos via Getty Images)

Finding their way in the post-Clark era

It shouldn’t come as a surprise that the Hawkeyes finally finding their spark coincided with a visit from their most celebrated alum. It was early February when Iowa retired Caitlin Clark’s jersey, at an event planned around the unranked side’s high-profile matchup with JuJu Watkins and the top-ranked USC Trojans.

Rather than looking like also-rans up against the new wave of basketball wunderkinds, Iowa came to play. The Hawkeyes downed USC 76-69, officially becoming a bracket buster in the making. At once, wading through all that mid-season turmoil began to feel like working towards something, not against it.

“I’m just trying to stay steady,” Jensen said after that February victory. “Obviously a top four win is huge. I’m incredibly proud of them and I intend to build on it.”

Bluder agreed.

“I told her after the game, ‘Jan, this is your first top five win,’” she said, surrounded by fellow spectators like David Letterman and other celebrity fans. They watched from the stands as Iowa chipped away at a new team identity, one centered on transfer senior Lucy Olsen’s explosive shooting and the stabilizing interior presence of former Clark and Martin compatriot Hannah Stuelke.

“It just clicked that game, like, ‘This is what we brought you here to do,’” Olsen told The Athletic late last week, reflecting back on her team’s game-changing win.

Iowa basketball senior Lucy Olsen outscored USC phenom JuJu Watkins during the two teams' only meeting this season.
Iowa senior Lucy Olsen outscored USC phenom JuJu Watkins during the two teams' only meeting this season. (Matthew Holst/Getty Images)

Iowa paves a path to March Madness

Going into this weekend’s NCAA tournament, Iowa’s results have been there. They’ve won 10 of their last 13 games, with all three of those losses decided by single-digit margins against ranked opponents. That includes a near-upset of No.1 overall seed UCLA in late February, with Olsen averaging over 21 points since the victory over USC. And while the Hawkeyes’ corner of the bracket might be tough, they’ve managed to make some noise.

And momentum appears to be on Iowa’s side as they gear up for this afternoon’s second-round clash with No. 3 seed Oklahoma. The team recorded a tournament program-record 28 assists against Murray State — no small feat considering the Clark era's free-flowing basketball. All 12 Iowa players to feature last game scored at least two points, with five players registering double-digits.

The Hawkeyes will be eager to keep the good vibes going. But perhaps more importantly, they’re having fun playing the patented style that made so many fans fall in love with Iowa basketball. 

"It's fun to score obviously, but being able to make the extra pass... that just shows how special this team is,” said Iowa freshman Taylor Stremlow after Saturday’s win. “How much we love to share the ball, and support each other." 

Freshmen Aaliyah Guyton (L) and Taylor Stremlow (R) are a key part of Iowa basketball bright future.
Freshmen Aaliyah Guyton (L) and Taylor Stremlow (R) are a key part of Iowa's bright future. (Matthew Holst/Getty Images)

Now aligned, the future is bright for Iowa

Resisting the temptation to let their season tank in favor of a lengthy rebuild, Iowa is achieving something far more difficult and by many degrees more interesting. They’re holding their own in an increasingly difficult Big Ten, leveraging their talent and potentially rewriting their legacy should they make it to the Sweet 16 — or beyond.

Of course, Bluder is keeping her eye on Iowa’s future. She’s already excited about next year’s recruiting class, saying she’s looking forward to five-star prospect Addy Deal joining the team. And the Hawkeyes announced they’ll be holding onto senior floor general Kylie Feuerbach for one more season.

“If recruits feel how great the atmosphere is in Iowa, in Carver [Hawkeye Arena], they're going to want to come back,” Bluder noted. True to her word, fan engagement hasn’t waned in the post-Clark era. The team averaging at-capacity attendance throughout the 2024/25 season.

A Cinderella March Madness run hangs in the balance

Iowa women’s basketball has been nothing short of a dream for a state so deeply entrenched in the sport. But things change, and the Hawkeyes are shifting their focus to a new dream: creating a level of success that extends far beyond a single figure. 

Regardless of whether they’re able to extend their Cinderella run or if their March Madness campaign comes to an end this afternoon, Iowa’s 2024/25 season was a hard-fought step in the right direction.

“Everybody asks me if I knew this was going to happen,” Bluder said of the legacy that lives on in this new team. “Of course, I didn't know it was going to happen. I hoped it was going to happen, but you never know for sure. We just had a belief.”

With the first round and half of the second round in the books, March Madness tipped off with massive wins, narrow upsets, busted brackets, and the survival of every team seeded No. 3 and above.

While seven of those elite squads will square off against lower seeds in their second-round matchups on Monday, five have already snagged spots in the Sweet Sixteen — No. 1-seeds UCLA and South Carolina, No. 2 seeds TCU and Duke, and No. 3 seed Notre Dame all advance with Sunday victories.

Sunday's second round also saw No. 5-seeds rule the day, as Ole Miss, Tennessee, and Kansas State all booked Sweet Sixteen berths behind wins over their No. 4-seed hosts — Baylor, Ohio State, and Kentucky, respectively.

The clash between the two Wildcat teams proved to be the game of the weekend, as Kentucky pushed Kansas State to brink before falling 80-79 in overtime to the Big 12's big 'Cats.

The lights-out play of forward Temira Poindexter secured Kansas State's first Sweet Sixteen trip in 23 years, as the senior led Sunday's game with 24 points — all of which she scored from beyond the arc.

For fellow senior Serena Sundell, who had an impressive 19-point, 14-assist performance of her own, the win helped erase memories of last March Madness, when Kansas State was ousted in a second-round upset loss.

"That loss, we all just took it so personal," remarked Sundell after Sunday's victory. "I'm just so proud of our program, and to be able to bring [this win] back to our community and our university is so special."

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Top seeds show out with blockbuster offense

Before tackling second-round matchups, March Madness's biggest names dominated the first two days of games, making NCAA tournament history with six teams scoring over 100 points in their first-round wins.

No. 1-seeds South Carolina and Texas, No. 2-seed UConn, No. 3-seeds Notre Dame and LSU, and No. 5 seed Tennessee all surpassed the century mark in their 2025 March Madness debuts, tying the record for the most 100+ point team performances in a single NCAA tournament — all before the second round.

While each of those teams had at least one star score 20 or more points, UConn guard Azzi Fudd led the six-team field, posting 27 points to help the Huskies defeat No. 15-seed Arkansas State 103-34 on Saturday — Fudd's first NCAA tournament game in two years.

Notre Dame standouts Hannah Hidalgo and Sonia Citron closely trailed Fudd on the stat sheet, with each Irish guard scoring 24 points en route to a 106-54 Friday win over No. 14-seed Stephen F. Austin.

Those six blockbuster performances ultimately ballooned the first round's margin of victory to a whopping 26.5 points —the highest for any non-championship round in NCAA history.

Even more, the 2024/25 NCAA tournament's first round claimed a historic level of chalk, marking the first time in 31 years that no seed higher than No. 10 escaped the round of 64. Only two double-digit teams advanced — No. 10-seeds Oregon and South Dakota State.

Those arguably expected early-round oustings, however, bring top-tier matchups to the tournament's subsequent rounds — meaning the coming weeks will likely inject even more Madness into March.

The second round of March Madness will wrap on Monday, after an eight-game slate featuring some of the 2024/25 NCAA tournament’s breakout stars, with title contenders colliding with a few of the weekend’s feel-good storylines.

Hoping to turn an upset into a Cinderella run is the competition's last-standing double-digit seed, No. 10 South Dakota State.

Following their 74-68 defeat of No. 7-seed Oklahoma State in Saturday's first round, the Jackrabbits must contend with UConn's legendary program, facing the surging No. 2-seed Huskies on Monday night.

Also hunting a Cinderella story is tournament’s second-lowest remaining seed, No. 9 Mississippi State. After edging out No. 8 seed Cal on Saturday, the Bulldogs will lean on both defense and their leading scorer, guard Jerkaila Jordan, to push them past sophomore phenom JuJu Watkins' No. 1-seed USC on Monday.

Iowa's Lucy Olsen lays up a shot during the Hawkeyes' 2025 March Madness first round game.
Iowa will look to star transfer Lucy Olsen in their Monday game against Oklahoma. (Gerald Leong/NCAA Photos via Getty Images)

Underdog team stars to push for Sweet Sixteen berths

While all eyes have been on superstars like Watkins and UConn standout Paige Bueckers, Monday’s slate will give fans a chance to check out some of the season’s most exciting surprise performers — possibly for the last time this year.

Hoping for a little Madness magic is No. 6-seed Florida State, who will rely heavily on star junior Ta’Niyah Latson — Division I's leading scorer — to fuel them past the offensive firepower of 2023 NCAA champion No. 3-seed LSU.

Chasing a third straight trip to the Final Four — this time without back-to-back National Player of the Year Caitlin Clark — No. 6-seed Iowa must upend No. 3-seed Oklahoma to advance past the second round.

Both teams are buoyed by star transfers. The Hawkeyes will look to ex-Villanova guard Lucy Olsen to boost them over the line into the Sweet Sixteen, but the Sooners won’t go easy, as former Oregon State standout center Raegan Beers will be eager to lead her new squad on a deep tournament run.

How to watch Monday's March Madness second round

Monday's action will cap the 2024/25 NCAA tournament's first two rounds — and invariably put a stamp on some of the season's heartwarming storylines.

No. 7-seed Michigan State and No. 2-seed NC State tipped off Monday's slate at 12 PM ET on ESPN, with the final seven second-round games to air throughout the day across ESPN and ESPN2.

The NCAA is leveling the playing field, with Women’s March Madness teams in line to receive their first-ever prize payouts based on tournament performance — a mechanism the men’s tournament has enjoyed since 1991.

Sparked by 2021's landmark NCAA gender equity review, the NCAA will distribute a total of approximately $15 million to individual conferences based on how many games their teams play, with each March Madness performance "unit" worth about $113,000.

This year's inaugural $15 million purse represents 26% of the competition's $65 million media rights valuation — putting it proportionally on par with the percentage allocated to the men's fund.

That overall prize pool will jump to $20 million in 2026 and $25 million in 2027, before switching to a successive 2.9% increase per year.

"We are all playing in the same March Madness," said UNC Greensboro head coach Trina Patterson, whose No. 16-seed Spartans will face No. 1-seed USC in the first round on Saturday. "The treatment for the men and women should be equal. We get a unit!"

Forward Perri Page celebrates a play during Columbia's 2025 First Four March Madness win over Washington.
Players like Page flew charter to compete in March Madness. (Anthony Sorbellini/NCAA Photos via Getty Images)

March Madness teams get additional NCAA tournament perks

While the performance payouts are new this year, women's March Madness teams also receive perks like charter flights throughout the tournament, which can make all the difference for smaller programs eyeing an upset.

"Everyone is so excited about the experience. Going from the bus directly to the plane, everyone was so happy," March Madness debutante William & Mary head coach Erin Dickerson Davis told ESPN ahead of her No. 16-seed team’s First Four victory on Thursday.

Columbia junior Perri Page, whose No. 11-seed Lions defeated Washington in their own First Four matchup on Thursday, echoed Davis' sentiment, saying, "It was cool going to the charter, and we've been taking it all in."

"We've been enjoying the whole season," the forward added, noting "It's great we can make money for the school now."

"It should have always been that way. Women's basketball has been fighting for equality for a very long time," said Davis. "I've been in this business for many, many years. I played college basketball. It's a long time coming."

"You got to start somewhere, and I think we've been so far behind," added Columbia head coach Megan Griffith.

"This is more like the whipped cream. I think the cherry on top is going to keep coming — but it's really good so far."

The NCAA tournament tips off in earnest with the bracket's 64-team first round on Friday, as eager March Madness fans look beyond the chalk to eye the competition's underdogs after a rollercoaster 2024/25 basketball season.

Early upsets aren’t exactly the norm in the women’s tournament. Only one lower seed won their first-round matchup in 2024, and no team below a No. 3 seed has ever gone the distance, but in a season of increased parity, a few lower-rated squads are rounding into underdog form.

Harvard star Harmoni Turner dribbles during a 2023 game.
Harvard star Harmoni Turner could lead the Crimson to a first-round upset win. (Erica Denhoff/Icon Sportswire via Getty Images)

Breaking down potential March Madness bracket-busters

For potential March Madness upset instigators, late-season momentum late season momentum is the name of the game — a dangerous factor in any single-elimination tournament.

Even without superstar grad Caitlin Clark, No. 6-seed Iowa capped their regular season on a high before narrowly losing to No. 4-seed Ohio State in the Big Ten tournament's quarterfinals. Should they advance past No. 11-seed Murray State in their first-round Saturday matchup, the Hawkeyes are poised to give No. 3-seed Oklahoma a run for their money in the second round on Monday.

Entering as a No. 10-seed, Ivy League tournament champs Harvard will have their hands full against No. 7-seed Michigan State on Saturday, but Crimson senior Harmoni Turner and her season-average 22.5 points per game could tilt the scales in Harvard's favor.

After edging out first-round opponent No. 11-seed Iowa State, No. 6-seed Michigan is playing like an upset contender. Now a potential second-round matchup against No. 3-seed Notre Dame — fresh off a recent losing skid — awaits the young squad. 

With the brackets locked and the teams loaded, the prospects of twists and turns make the first two rounds of the NCAA tournament especially exciting — even if this year’s frontrunners appear destined for Tampa.

Michigan basketball's Syla Swords listens in a team huddle.
No. 6 Michigan will battle fellow Madness underdog No. 11 Iowa State in the tournament's Friday opener. (Michael Hickey/Getty Images)

How to watch Women's March Madness games this weekend

The Big Dance officially begins at 11:30 AM ET on Friday, when No. 11 Iowa State tips off against No. 6 Michigan on ESPN2.

Saturday's slate will complete the 2024/25 NCAA tournament's first round, with No. 6 Iowa beginning their Madness run against No. 11 Murray State at 12 PM ET on ESPN.

No. 10 Harvard will start dancing a few hours later, with the Crimson facing No. 7 Michigan State at 4:30 PM ET on ESPNews.

All games in the 2025 March Madness tournament will have live coverage across ESPN networks.

As the 2025 NCAA tournament tips off this week, few Women's March Madness teams have had a more remarkable run than No. 1 overall seed UCLA.

The Bruins only lost two regular-season games this year, a streak that led to a Big Ten conference tournament title, and, eventually, top-ranked entry into this weekend’s tournament start. By securing the first No. 1 overall seed in program history, this group of UCLA players has already proven themselves the most successful in school history — with additional hardware firmly on the horizon.

But junior Kiki Rice has preferred to keep things in perspective, as she told Just Women’s Sports in the quiet days between the regular season’s end and the postseason's launch.

“The reality is we lost two games the entire year, and that's a pretty good record: 27-2,” she said matter-of-factly. “I think most people would be pretty happy with that.”

UCLA did, however, launch their Big Ten tournament campaign with unfinished business, having fallen twice to crosstown rival USC to cede the regular-season conference title. While they got their revenge in the Big Ten tournament title game, UCLA head coach Cori Close wasn’t shy about wanting to meet the Trojans one more time — at the NCAA Final Four in Tampa.

A Final Four battle would give UCLA the ability to draw even with JuJu Watkins and the Trojans this season, claiming the biggest bragging rights of all. But Rice knows that once-in-a-lifetime opportunities start with everyday consistency.

“It’s about resetting, and how we can move on, get better, and learn,” she said. “How we individually can be better for our teammates and be better for our coach.”

March Madness star Kiki Rice of the UCLA Bruins celebrates with teammates during the 72-67 win over the USC Trojans in the NCAA Big Ten Women's Basketball Tournament Championship game.
Rice (C) registered 13 points and eight assists in UCLA's Big Ten tournament victory over fellow NCAA No. 1 seed USC. (Andy Lyons/Getty Images)

All eyes on women's basketball — and UCLA

As the profile of women’s basketball rises at an exponential rate year after year, many college programs have benefited from the broader spotlight. But winning remains one of the best promotional tools available, and UCLA doubled down on that prospect, signing star transfer Lauren Betts last season in a move that culminated in back-to-back Sweet Sixteen appearances. 

This year, though, the Bruins want more. And as the team’s star power continues to emerge, anything seems possible.

Rice has been one of those stars. Literally — she starred in ESPN’s 2024 docuseries Full Court Press, giving fans a chance to see behind the curtain into what makes the 21-year-old tick. And while Betts pulls defensive focus on the court, Rice can make the offense sing. She leads the team in assists and steals per game, carrying a heavy load when games get tough.

As a young player making a name for herself, Rice enjoys the off-court attention. But she’s not immune to the pressure that accompanies greater scrutiny.

“It’s been a lot,” she reflects. “But it's also been something that me, and I think the rest of my teammates, we wanted. It's part of being in women's sports at this time, where it's really growing so much.”

She described the national attention as a welcome change. With attendance, TV viewership, brand deals, and other KPIs on the rise, the Bruins know it’s time to seize the moment. 

“This is what we deserve,” Rice said resolutely. “Let's take advantage of it, and be thankful for it.”

March Madness UCLA star Kiki Rice models Nike sneakers on an outdoor basketball court for her Jordan brand NIL deal.
Rice became Jordan Brand's first-ever NIL signing in 2022. (Nike)

Rice embraces the spotlight on and off the court

But if success on the court fuels exposure off the court, Rice understands the importance of balancing the bigger picture with remaining focused on the task at hand. And that mindset especially rings true in the era of blockbuster NIL deals.

“I want to take advantage of all these opportunities,” she said. “But they take time, and that's time away from school, that's time away from personal relaxation and reset time. That's time away from being in the gym.”

Rice has garnered attention from countless brands over the course of her college career. That includes signing with Jordan Brand as their first-ever NIL contract in 2022. Since that milestone, she’s gone on to work with major players in the women’s sports ad space like Buick, Dove, Neutrogena, and Beats by Dre, among others.

“I've definitely gotten more used to it,” she continued. “But I wouldn't say it's always easy”

Still from AT&T March Madness ad starring UCLA stars Kiki Rice and Lauren Betts.
AT&T cast UCLA stars Kiki Rice and Lauren Betts in their latest March Madness ad campaign. (AT&T)

March Madness AT&T ad highlights UCLA stars

Today’s student-athletes are expected to keep up with their studies and stay fit on the court, while also participating in the larger sports cultural conversation via brand partnerships and media appearances. That’s why fans will see Rice’s face throughout the tournament — and not just sweating it out in UCLA blue and gold.

When the game cuts to commercial, you might spot Rice starring in a new AT&T TV ad alongside Betts, promoting the sport both Bruins love to play. She even got a chance to flex a few comedy muscles onscreen, saying that her experience in front of the camera was nothing but positive.

“To be part of such a high quality production and film that commercial, I had a great time doing it,” she said, adding that Betts has been a friend she can lean on when the balancing act that is modern-day college sports gets too stressful. 

“I feel like she kind of understands, and is going through something very similar,” Rice says of her teammate and AT&T co-star. 

NCAA March Madness star Kiki Rice of the UCLA Bruins shoots against the USC Trojans during the Big Ten Women's Basketball Tournament Championship game.
UCLA hopes to see USC one more time before March Madness ends. (Andy Lyons/Getty Images)

Getting UCLA tournament ready from the inside-out

She also credits her family as a major source of support, even if they're many miles away on the East Coast, where Rice became one of the country's top high school prospects. And over the years, she’s taken personal responsibility in creating her own stability. She learned from experience the cadence required to not let fatigue set in at the end of a grueling basketball season.

Rice especially prioritizes taking care of her body, as March’s schedule sees games in quick succession. But she also grounds herself in the moment, viewing March Madness as not just a point of pressure, but one of opportunity.

“We've been talking about the NCAA tournament and Big Ten tournament all season long,” said Rice. “It's just like we talk about in practice: We have a new new season ahead of us, two new seasons coming up.”

But for all Rice’s individual and collective achievements so far, when the Bruins tip off against Southern University on Saturday, the pursuit of greatness begins anew. From falling just short of a regular-season title to edging out USC in the Big Ten tournament, Rice is eager to put a winning stamp on an already historic UCLA season.

“At the end of the day, we're just trying to win,” she said. “We don’t have that long, so we’ve got to take advantage of it.”

With the March Madness No. 1 seeds evenly split between the Big Ten and SEC, April’s Final Four becoming a conference tournament championship rematch doubleheader is very much on the table.

The quadrants led by SEC tournament finalists South Carolina and Texas share one side of the bracket, meaning the Gamecocks and Longhorns could meet before the 2024/25 NCAA championship game in an all-conference semifinal.

Similarly, crosstown rivals UCLA and USC top the other two quadrants, putting the LA teams on course for all-Big Ten semifinal.

Both conference pairs have already faced off three times this season, with South Carolina holding a 2-1 2024/25 record over Texas and USC riding into the Big Dance with the same record over UCLA.

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Other top teams hunt rematches with NCAA No. 1 seeds

Before the No. 1 seeds lock in on any all-conference semis, however, they must advance past other elite contenders — some of whom have recent beef with the quadrant queens.

No. 3 seed Notre Dame — the only team to fail to snag a No. 1 March Madness spot after reaching the AP Poll's top ranking this season — awaits a possible 2024/25 rematch with Texas in the Elite Eight round, with the Irish eyeing a second season victory over the Longhorns after toppling Texas 80-70 in December.

As for No. 1-seed USC, the Trojans sit on a collision course with No. 2 UConn, setting up what could be a second-straight Elite Eight battle between the pair. The Huskies won last year's encounter 80-73 behind 28 points from superstar Paige Bueckers, before falling to eventual tournament runners-up Iowa in the 2023/24 Final Four.

That said, USC already defeated UConn once this season, with sophomore phenom JuJu Watkins putting up 25 points in the the Trojans' narrow 72-70 December win.

For these potential non-conference games, the rematches are somewhat by design, as top programs try to stack their schedules with the NCAA's best teams each season, both to challenge their rosters and to build their NCAA tournament resumes.

"If you play a good enough schedule, you're always going to run into somebody you've already seen," explained legendary UConn head coach Geno Auriemma earlier this week.

While bracket busters could impede an all No. 1-seed Final Four, no team seeded lower than No. 3 has ever won an NCAA championship, meaning at least a few of these top-tier rematches are likely in the coming weeks.

South Carolina's Ashlyn Watkins boxes out UCLA's Angela Dugalić during a 2024/25 NCAA basketball game.
Top seeds South Carolina and UCLA will begin their Madness campaigns on Friday. (Brian Rothmuller/Icon Sportswire via Getty Images)

How to watch the Women's March Madness tournament first round

No. 6-seed Michigan and First Four winner No. 11-seed Iowa State open the tournament, tipping off March Madness at 11:30 AM ET on Friday, with live coverage on ESPN2.

The first top seed to take the court in Friday's 16-game slate is South Carolina, who will face No. 16-seed Tennessee Tech at 4 PM ET before UCLA closes out the night against First Four winner No. 16-seed Southern at 10 PM ET.

Both No. 1-seed games will air live on ESPN.

The AP dropped the 2024/25 All-America first, second, and third teams on Wednesday, offering few surprises as top names from star programs dominated the lineup.

Sophomores JuJu Watkins (USC) and Hannah Hidalgo (Notre Dame) both earned first-team honors for the second straight year, becoming just the third and fourth players to ever snag the honor in their first two seasons. They now join former college standouts and WNBA champions Courtney Paris (Oklahoma) and Maya Moore (UConn) in that elite club.

UConn’s Paige Bueckers, Texas’s Madison Booker, and UCLA’s Lauren Betts also earned first-team recognition, with the AP’s roster aligning with last week’s National Player of the Year shortlists.

Watkins, Bueckers, and Betts are the only unanimous first-team selectees, with Bueckers also making a splash by becoming just the 12th-ever player to earn an All-America nod for the third time.

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March Madness tournament features all 2024/25 All-Americans

Program success and individual achievement strode hand-in-hand across the All-America selections, with all first-team players representing squads seeded No. 3 or higher in this year’s NCAA Tournament.

The second and third teams were more varied, though all players still feature on the 2025 March Madness bracket.

The second team tapped LSU’s Aneesah Morrow, UConn’s Sarah Strong, Florida State’s Ta'niya Latson, Kentucky’s Georgia Amoore, and Notre Dame’s Olivia Miles.

Meanwhile, USC’s Kiki Iriafen, TCU’s Hailey Van Lith, LSU's Flau'Jae Johnson, Iowa State's Audi Crooks, and Vanderbilt's Mikayla Blakes earned third-team recognition.

Notably, defending champion and No. 1 seed South Carolina failed to see any player named an All-American, though four Gamecocks did receive honorable mentions.

While awards are a small part of a season's story, the 2024/25 AP All-America teams do reflect a year filled with big stars and even bigger parity.

UCLA center Lauren Betts shoots a free throw during a 2025 Big Ten tournament game.
UCLA star Betts is one of three unanimous first-team All-Americans. (Jeffrey Brown/Icon Sportswire via Getty Images)

The 2024/25 AP All-America teams

First Team:

Second Team:

Third Team:

Honorable Mention:

March Madness opens its doors on Wednesday night, as the 2024/25 NCAA tournament’s First Four round takes the court with eight teams pursuing the final four tickets to the Big Dance.

Two of the play-in games will pit the last four teams to receive at-large bids against each other, sending Princeton, Iowa State, Washington, and Columbia into battle to snag one of the tournament's final two No. 11 bids.

The other two games are comprised of the lowest ranked conference tournament champions, meaning SWAC champ Southern, Big West winner UC San Diego, CAA victors William & Mary, and Big South title-holders High Point will all compete to enter this weekend's first round as No. 16 seeds.

UC San Diego's Sabrina Ma celebrates the 2025 Big West tournament win that sent her team to their first-ever March Madness.
UC San Diego will make their March Madness debut in Wednesday's First Four round. (Ian Maule/Getty Images)

First Four ups the ante with compelling NCAA storylines

Thanks to growing parity across the NCAA, this year’s First Four brings a new level of heat, with 2024 breakout stars, conference titans, and tournament newcomers raising the stakes right from the jump.

As two of 2025’s six March Madness debutants, both UC San Diego and William & Mary are hoping for a bit of beginner's luck as they take the NCAA tournament court for the very first time.

Meanwhile, the Ivy League will take aim at securing three spots in the 64-team bracket, with both Princeton and Columbia hoping to join conference tournament champion No. 10 seed Harvard in the first round's field.

Standing in Princeton's way is underdog Iowa State, who nearly scored what would have been one of the 2024 tournament's biggest upsets.

Fueled by now-sophomore sharpshooter Audi Crooks — who currently ranks 12th in the nation in field goal percentage — the Cyclones pushed then-No. 2 seed Stanford to the brink, forcing overtime before the Cardinal claimed the 87-81 second-round victory.

"It’s definitely possible," Crooks said this week, commenting on the likelihood of replicating Iowa State's 2024 run. "I think for me it just amplified me personally, and also us as a team. Any success that I have is the team’s success, not necessarily about individual things."

The Princeton bench celebrates a basket during the 2024 March Madness tournament.
Princeton and Iowa State will tip off March Madness's First Four round on Wednesday. (Keith Gillett/Icon Sportswire via Getty Images)

How to watch Women's March Madness First Four games

Stepping into Wednesday's spotlight are Princeton and Iowa State, who will take the court at 7 PM ET before UC San Diego takes on Southern at 9 PM ET.

Then on Thursday, Washington will face Columbia at 7 PM ET, with William & Mary's match against High Point wrapping up the First Four round at 9 PM ET.

Both Wednesday matchups will air on ESPNU, with ESPN2 carrying live coverage of the Thursday clashes.